Degree

Doctor of Philosophy (PhD)

Department

Marketing

Document Type

Dissertation

Abstract

Media escapism is a ubiquitous modern phenomenon, yet the existing literature lacks a clear understanding of the definition of this construct. This research offers a deep understanding of media escapism by establishing a conceptual framework of media escapism and developing the fifteen-item Media Escapism Scale to measure this subjective experience. Four underlying dimensions of consumer escapism are identified as mental absorption, projective fantasy, narrative appeal, and sensory appeal. A series of studies were conducted to articulate and examine the reliability and validity of the four-dimensional Media Escapism Scale, which furthers our understanding of consumers’ escapism in various consumption environment, and documents the scale’s ability to quantify the subjective escapism experience and capture the individual differences.

Date

7-22-2022

Committee Chair

Kuo, Andrew

Available for download on Tuesday, July 10, 2029

Included in

Marketing Commons

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